December is coming to an end, so it's time to look back at our readers' favorite ESADE Knowledge articles, by number of unique views Leadership and marketing were the topics of greatest interest to our readers. While Prof. Josep F. MÓria's article on the qualities of great leaders was the most popular entry, the top 5 also includes two articles on brand management and another on customer relations. 1. 6 qualities of great leaders The most viewed ESADE Knowledge article of 2017 was based on ESADE Associate Professor Josep F. MÓria's latest book, Getting to the Heart of Things. Drawing on his experience and research, Prof. MÓria reveals some of the qualities that make a great leader: a self-demanding attitude, authenticity and empathy. "Good leaders know when they can take their masks off and see both their best and worst traits," he writes. 2. 6 triggers to make people desire your brand Here's another useful list - on the topic of marketing - that our readers found especially interesting. Once again, it's based on a book, this time by ESADE Associate Professor Oriol Iglesias and his colleague Nicholas Ind from the Oslo School of Management. Prof. Iglesias analyzes certain tricks and ideas that companies use to make customers "desire" their brands, such as participation, storytelling and innovation. "Desire doesn't just happen. Brands need to nurture it by offering both security and surprise," says Iglesias. 3. Why linear intuitions hinder your decisions as a manager Decision-making is closely related to leadership, and managers face dilemmas of this sort every day. This interview with ESADE Professor Bart De Langhe, who joined our faculty this year, highlights his findings on linear intuitions and their impact on decision-making, which were published in Harvard Business Review. "Intuition is a reasonable approximation that allows quick action but it is just not going to be the optimal solution nor lead to the best decisions," warns De Langhe. 4. Brand engagement and consumer experience: why both matter ESADE Visiting Professor Michele Quintano's research focuses on the relationship between brand engagement and consumer experience. In this interview, he shares the conclusions of a study published in British Food Journal that analyzes consumers' relationships with coffee brands. "Engaged consumers tend to include particular brands as a part of their self-image," he points out. 5. Are core customers as important as new ones? What might the IRONMAN brand teach us about customer relations? Drawing on a case he uses in his MBA sessions, Associate Professor Marco Bertini reveals the challenge faced the IRONMAN brand, which seeks to capitalize on its equity among followers by simultaneously accommodating core customers as well as new ones. The general question posed by the case study is, How should a company that banks on its relationships with customers go about growing and exploiting a brand at the same time?

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Top 5 most read ESADE Knowledge articles in 2017

12/2017

December is coming to an end, so it's time to look back at our readers' favorite ESADE Knowledge articles, by number of unique views



Leadership and marketing were the topics of greatest interest to our readers. While Prof. Josep F. MÓria's article on the qualities of great leaders was the most popular entry, the top 5 also includes two articles on brand management and another on customer relations.


1. 6 qualities of great leaders


The most viewed ESADE Knowledge article of 2017 was based on ESADE Associate Professor Josep F. MÓria's latest book, Getting to the Heart of Things. Drawing on his experience and research, Prof. MÓria reveals some of the qualities that make a great leader: a self-demanding attitude, authenticity and empathy. "Good leaders know when they can take their masks off and see both their best and worst traits," he writes.


2. 6 triggers to make people desire your brand


Here's another useful list - on the topic of marketing - that our readers found especially interesting. Once again, it's based on a book, this time by ESADE Associate Professor Oriol Iglesias and his colleague Nicholas Ind from the Oslo School of Management. Prof. Iglesias analyzes certain tricks and ideas that companies use to make customers "desire" their brands, such as participation, storytelling and innovation. "Desire doesn't just happen. Brands need to nurture it by offering both security and surprise," says Iglesias.


3. Why linear intuitions hinder your decisions as a manager


Decision-making is closely related to leadership, and managers face dilemmas of this sort every day. This interview with ESADE Professor Bart De Langhe, who joined our faculty this year, highlights his findings on linear intuitions and their impact on decision-making, which were published in Harvard Business Review. "Intuition is a reasonable approximation that allows quick action but it is just not going to be the optimal solution nor lead to the best decisions," warns De Langhe.


4. Brand engagement and consumer experience: why both matter


ESADE Visiting Professor Michele Quintano's research focuses on the relationship between brand engagement and consumer experience. In this interview, he shares the conclusions of a study published in British Food Journal that analyzes consumers' relationships with coffee brands. "Engaged consumers tend to include particular brands as a part of their self-image," he points out.


5. Are core customers as important as new ones?


What might the IRONMAN brand teach us about customer relations? Drawing on a case he uses in his MBA sessions, Associate Professor Marco Bertini reveals the challenge faced the IRONMAN brand, which seeks to capitalize on its equity among followers by simultaneously accommodating core customers as well as new ones. The general question posed by the case study is, How should a company that banks on its relationships with customers go about growing and exploiting a brand at the same time?

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